{"id":2215,"date":"2021-10-26T13:31:44","date_gmt":"2021-10-26T15:31:44","guid":{"rendered":"https:\/\/estrategiadescomplicada.com.br\/?p=2215"},"modified":"2022-01-15T11:37:10","modified_gmt":"2022-01-15T13:37:10","slug":"jornada-do-cliente","status":"publish","type":"post","link":"https:\/\/estrategiadescomplicada.com.br\/fr\/jornada-do-cliente\/","title":{"rendered":"Comment cartographier le parcours client ?"},"content":{"rendered":"<p>L'un des plus grands d\u00e9fis pour les entrepreneurs et les professionnels du marketing et du CX est de cartographier le parcours du client dans leurs entreprises. Alors, comment faire cette t\u00e2che ?<\/p>\n<p>On en parle beaucoup de<strong> l'Exp\u00e9rience Client<\/strong>, mais il est encore difficile de comprendre le parcours du client, de d\u00e9terminer les besoins, les int\u00e9r\u00eats et le parcours du client dans le processus de d\u00e9cision d'achat, et de comprendre comment appliquer les concepts dans la pratique.<\/p>\n<p>Dans cet article, je vais donc vous pr\u00e9senter :<\/p>\n<ul>\n<li>Qu'est-ce que c'est le parcours client ?<\/li>\n<li>Quelles sont les \u00e9tapes du parcours du client dans le processus de d\u00e9cision d'achat ?<\/li>\n<li>Quel est le principal probl\u00e8me pour cartographier le parcours du client ?<\/li>\n<li>Comment appliquer le parcours du client dans la pratique ?<\/li>\n<\/ul>\n<p>Regardez la vid\u00e9o avant de continuer votre lecture pour vous aider \u00e0 mieux comprendre le processus d\u00e9cisionnel de votre client.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"Comment cartographier le parcours client ?\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/7BJolrPSiR4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>Qu'est-ce que c'est le parcours client ?<\/h2>\n<p>La journ\u00e9e du client est le processus de d\u00e9cision d'achat (PDA), tr\u00e8s trait\u00e9 dans les th\u00e9ories de la psychologie et du comportement du consommateur. Il s'agit de l'ensemble du parcours que le client effectue pour effectuer un achat - de produit ou de service - et comprend les moments avant, pendant et apr\u00e8s l'achat.<\/p>\n<p>La <strong>parcours client<\/strong>\u00a0est divis\u00e9 en <strong>7 pas<\/strong>:<\/p>\n<ol>\n<li>La premi\u00e8re \u00e9tape est la <strong>reconnaissance de la n\u00e9cessit\u00e9.<\/strong> C'est lorsque le client per\u00e7oit un probl\u00e8me (comme l'absence d'un produit) et comprend la n\u00e9cessit\u00e9 de le r\u00e9soudre.<\/li>\n<li>La deuxi\u00e8me \u00e9tape est la <strong>recherche d'informations.<\/strong> \u00c0 ce moment-l\u00e0, le client examine son entreprise et ses concurrents pour d\u00e9terminer laquelle peut lui \u00eatre la plus favorable. Il sauve \u00e9galement dans sa m\u00e9moire ce qu'il conna\u00eet d\u00e9j\u00e0 sur le produit ou le service, en se souvenant d'exp\u00e9riences pass\u00e9es et d'informations qu'il a re\u00e7ues auparavant.<\/li>\n<li>Avec toutes les informations collect\u00e9es, nous avons la troisi\u00e8me \u00e9tape qui est <strong>\u00e9valuation des solutions de remplacement.<\/strong> C'est lorsque le client mettra dans une balance ce qu'il attend en fait de son achat et la capacit\u00e9 de livraison de celui-ci par les entreprises, les produits et les services qui ont \u00e0 l'esprit comme possibilit\u00e9 d'achat.<\/li>\n<li>Puis, c'est le point culminant de son parcours : <strong>l'<\/strong> <strong>achat<\/strong>. L'achat est le moment du contact pour acheter les produits ou services de la marque. C'est \u00e0 ce stade que le service et l'influence du point de vente entrent en jeu (j'en ai d\u00e9j\u00e0 parl\u00e9 ici sur le blog, avec <a href=\"https:\/\/estrategiadescomplicada.com.br\/fr\/servicescape\/\">ce post sur Servicescapes).<\/a><\/li>\n<li>\u00c0 la fin de l'achat, le client utilise le produit ou profite du service ou des r\u00e9sultats obtenus.<\/li>\n<li>La sixi\u00e8me \u00e9tape est le moment <strong>d'\u00e9valuer l'achat<\/strong>. M\u00eame si l'entreprise n'applique pas de sondages de satisfaction ou n'obtient pas pour une raison quelconque le retour du client sur son achat, il le fait mentalement en v\u00e9rifiant s'il y a eu satisfaction du besoin qui l'a conduit \u00e0 l'achat. Le client \u00e9valuera si le rapport co\u00fbt-efficacit\u00e9 a \u00e9t\u00e9 bon et si ses attentes ont r\u00e9ellement \u00e9t\u00e9 satisfaites.<\/li>\n<li>Et enfin, il y a la mise au rebut ou l'\u00e9change du produit. \u00c0 ce moment, le client d\u00e9cidera de ce qu'il fait avec le produit (ou ce qu'il en reste, comme les emballages, etc) et s'il ach\u00e8te de nouveau avec l'entreprise.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Il est important de noter que tous les produits ne sont pas reli\u00e9s de la m\u00eame mani\u00e8re dans ces 7 \u00e9tapes. Il y a des \u00e9tapes qui peuvent \u00eatre apprises et internalis\u00e9es par le consommateur et rendre ce parcours plus court. Mais nous ne devons jamais ignorer chacune de ces \u00e9tapes en tant que strat\u00e8ges, car m\u00eame les processus les plus m\u00e9caniques peuvent \u00eatre des occasions d'am\u00e9liorer l'offre d'exp\u00e9rience de la part des entreprises.<\/p>\n<p>&nbsp;<\/p>\n<h2>Quelle est la plus grande difficult\u00e9 \u00e0 cartographier le parcours client ?<\/h2>\n<p>Contrairement \u00e0 ce que nous pensons uniquement \u00e0 des outils pour r\u00e9aliser une cartographie du parcours du client et identifier son processus de d\u00e9cision, nous devons prendre en compte le fait que pour cette t\u00e2che, il est n\u00e9cessaire :<\/p>\n<ul>\n<li>avoir beaucoup d'informations du march\u00e9<\/li>\n<li>cr\u00e9er une persona adapt\u00e9 \u00e0 chaque parcours d'achat dans l'entreprise<\/li>\n<li>analyser attentivement les actions entreprises, les attentes \u00e0 chaque instant et les difficult\u00e9s rencontr\u00e9es par le client.<\/li>\n<\/ul>\n<p>Ce qui se passe, c'est que les entreprises croient g\u00e9n\u00e9ralement que le parcours du client est inf\u00e9rieur au processus de d\u00e9cision qui doit \u00eatre consid\u00e9r\u00e9 en fait. Les \u00e9tapes importantes sont r\u00e9duites ou simplifi\u00e9es, ce qui permet d'\u00e9tablir un lien entre ce mapping et les points de contact directs et visibles de l'entreprise. Un exemple est de consid\u00e9rer que le parcours client commence dans les m\u00e9dias et les canaux de service \u00e0 la client\u00e8le de l'entreprise elle-m\u00eame.<\/p>\n<p>Cependant, vous pouvez constater que l'ensemble du parcours client que j'ai cit\u00e9 dans votre processus de d\u00e9cision implique de nombreuses \u00e9tapes que l'entreprise agit indirectement pour la perception du client et sa relation avec la marque. En d'autres termes, bien qu'il existe des strat\u00e9gies sans contact direct du consommateur avec les canaux de l'entreprise, ces points doivent \u00e9galement \u00eatre pris en compte et sont ignor\u00e9s par certains mod\u00e8les de cartographie du parcours.  Et vous sais pourquoi on devrait les consid\u00e9rer ? Car, m\u00eame en impliquant des stimuli r\u00e9alis\u00e9s sans contact direct avec le client, il y a une influence directe de l'entreprise sur la cr\u00e9ation des stimuli appropri\u00e9s impliquant la perception et la cr\u00e9ation de l'imaginaire du client. L'important est de consid\u00e9rer que cela rend l'entreprise capable d'influencer la cr\u00e9ation d'attentes appropri\u00e9es en ce qui concerne la livraison \u00e0 effectuer, comme c'est le cas pour l'opinion publique et la r\u00e9putation de l'entreprise \ud83d\ude09<\/p>\n<p>C'est pourquoi il est essentiel d'identifier TOUS les points de contact client (directs et indirects), mais en tenant compte de la marque et pas seulement des canaux de relation. <strong>L'<\/strong> <strong>L'objectif de la cartographie du parcours client est de faire de l'entreprise la protagoniste de l'exp\u00e9rience client<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h2>Comment cartographier le parcours client ?<\/h2>\n<p>L'id\u00e9al de la cartographie du parcours client est de consid\u00e9rer \u00e0 la fois le c\u00f4t\u00e9 client et le c\u00f4t\u00e9 entreprise, en pensant de mani\u00e8re strat\u00e9gique.<\/p>\n<p>Pour cela, nous de <a href=\"http:\/\/happytrack.app\" target=\"_blank\" rel=\"noopener\">HappyTrack<\/a> faisons l'analyse du parcours client avec le cycle d'exp\u00e9rience, \u00e0 partir une m\u00e9thodologie propre qui implique l'ensemble du processus de d\u00e9cision d'achat du client, depuis la reconnaissance des besoins jusqu'\u00e0 la perception client et les strat\u00e9gies apr\u00e8s achat.<br \/>\nLa diff\u00e9rence est que le cycle implique une r\u00e9flexion strat\u00e9gique qui englobe 14 \u00e9tapes, car il analyse non seulement la vision du client, mais aussi l'influence de l'entreprise \u00e0 chaque moment de la d\u00e9cision d'achat et point de contact de fa\u00e7on d\u00e9cortiqu\u00e9e.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Voulez-vous tout savoir sur la fa\u00e7on de cartographier le parcours client dans votre entreprise ?<\/strong><\/p>\n<p>En <b>avril<\/b>\u00a0nous allons r\u00e9aliser une\u00a0<strong>formation compl\u00e8te<\/strong> qui unisse la m\u00e9thode innovante de HappyTrack de <strong>Strat\u00e9gie &amp; Exp\u00e9rience Client :<\/strong><\/p>\n<ol>\n<li>En ligne (asynchrone) pour le processus d'accr\u00e9ditation des consultants et l'acc\u00e8s \u00e0 la plateforme HappyTrack. Pour vous inscrire : <a href=\"https:\/\/happytrack.app\/fr\/credenciamento\/\" target=\"_blank\" rel=\"noopener\">https:\/\/happytrack.app\/fr\/credenciamento\/<\/a><\/li>\n<li>De forme en ligne (synchrone) pour la certification professionnelle avec la tradition de l'une des <a href=\"https:\/\/www.puc-rio.br\/mobile\/index.html\" target=\"_blank\" rel=\"noopener\">Universit\u00e9s<\/a> les plus r\u00e9put\u00e9es d'Am\u00e9rique Latine<strong>:<\/strong> La <strong>PUC-Rio<\/strong>! Pour en savoir plus et vous inscrire, il vous suffit d'acc\u00e9der : <a href=\"https:\/\/iag.puc-rio.br\/curso\/estrategia-gestao-da-experiencia-do-cliente\/\" target=\"_blank\" rel=\"noopener\">https:\/\/iag.puc-rio.br\/curso\/estrategia-gestao-da-experiencia-do-cliente\/<\/a><\/li>\n<\/ol>\n<p>L'objectif est de vous aider \u00e0 relever les d\u00e9fis de l'am\u00e9lioration des strat\u00e9gies de gestion de l'exp\u00e9rience client dans votre entreprise et de devenir un.e consultant.e en <strong>Business of Experience<\/strong>, autoris\u00e9.e \u00e0 utiliser notre m\u00e9thode.<\/p>\n<p>Profitez-en ! Les places sont limit\u00e9s !<\/p>\n<p>&nbsp;<\/p>\n<p>\u00c0 bient\u00f4t !<\/p>","protected":false},"excerpt":{"rendered":"<p>Apprenez \u00e0 faire correspondre le parcours du client pour cr\u00e9er des projets \u00e0 la meilleure exp\u00e9rience de votre entreprise.<\/p>","protected":false},"author":1,"featured_media":2226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61,1,65],"tags":[20,78,97,79,71,31,22],"class_list":["post-2215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestaomarketing","category-juexplica","category-videos","tag-dicas","tag-experiencia-do-cliente","tag-jornada-do-cliente","tag-marketing","tag-pesquisa-de-mercado","tag-servicescape","tag-servicos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como mapear a jornada do cliente? &#8212; Estrat\u00e9gia Descomplicada<\/title>\n<meta name=\"description\" content=\"Aprenda a mapear a jornada do cliente para criar projetos para a melhor experi\u00eancia no seu neg\u00f3cio. 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